Catherine Wells
Georgina Korrison
Hannah Walker
Autumn Winter 2013/14 Trend Report
CONTENTS
Into the Wilderness Back to Basics A Styled Souvenir Camo Chameleon
Raw Revolution In the Nud Rebellious Creativity Metal Man
Complex Cubism Boxed In GeoGraphic Shape Up
Trend Extension GeoCamo GeoWood
Trend Application Berlin Trend Spotter’s Guide
Into the wilderness
The UK economic growth at the end of 2012 showed that we may be heading towards a triple dip recession and nature is free. We are constantly contactable and wandering in the wild is a form of escapism. There are popular culture references within music videos (Bastille- Pompeii) and films (The Hobbit). Expect to see earthy tones and natural materials.
'Autumn Fields'
As people are trying to reconnect with nature we see elements of the outdoors creeping indoors. The application of bare, untreated and unfinished wood will be prevalent adding to the back to basics feel in visual merchandising.
Back to basics
The use of holiday souvenir t-shirt style logos in graphics stems from North American national parks and their explorers. Think simply-printed; reminiscent of stamps and scout badges. WGSN quotes: ‘drawn designs with a fresh and simple modern graphic direction, taking inspiration from the classic souvenir and tourist tee as your theme to update this perennial favourite.’
A styled souvenir
As an attempt to blend in with the surroundings, camouflage colours and army prints suggest utility and a hardwearing vibe for menswear this Autumn, seen at 3.1 Phillip Lim and Richard James. Variations of the trend will be seen in camouflage styles from different countries and their artists. Ironically, as camouflage was orginally intended to go unnoticed, it has been used to stand out, such as in protests of the 60s.
Camo CHAMELEON
The raw revolution
With the likes of 3-D printing about to emerge, we are on the cusp of a new Industrial Revolution. Expect to see more futuristic looking fabrics, raw industrial spaces chosen for events and retail stores as we celebrate this new revolution and the increased use of graffiti-inspired products. L.S Lowry one of the greatest painters of the industrial city is due to exhibit his work in the Tate Modern. His paintings are unique evidence of Britain’s urban environment and its history during the 18th Century.
'Factory Metals'
Bare-looking, raw electrical lighting will be prominent in-store with the reinvention of simple and stark living. Open to the elements without any protection, the nude bulbs are simulating an ideal of an unpretenious lifestyle.
In the nud
The abandonment of factories has opened a canvas for creative opportunists. This has influenced graphic design in the style of street art and rebllious quotes. Stencil type and hand-drawn visuals and graphics will be capturing the essence of this trend.
Rebellious creativity
Shiny, steel-inspired textures and surface prints will be present in Autumn/Winter 2013/14. Various high end designers, such as Gucci, Issey Miyake and Richard Nicoll are translating this trend successfully into their collection. The use of a wide range of materials will evoke this metallic and glossy vibe.
Metal Man
Complex cubism
'Clashing Kaleidoscope'
Geometric shapes have been overwhelmingly obvious in 2012 and are set to continue throughout Autumn Winter 2013. The trend stems from the Cubist art movement, pioneered by Pablo Picasso and Georges Braque. Cubist design has a sense of Postmodern rebellion and intelligence, ranging from minimal simple shapes to complex Tetris patterns. Geometric shapes create a dynamism and energy inspired by futurist values of modernity and advancement. The use of bright clashing colours is a key feature.
Boxed in
In visual merchandising the trend will translate to boxed and shaped shelving, dividing products into categories. The use of colour helps to separate each look in retail stores. Appealing to the neat and intelligent cubist consumer who values order and organization.
GeoGraphic
Geometry is particularly relevant in graphic design with networks and grids of tessellating shapes being used. Creating a kaleidoscope-like effect, the shapes play on perspective adding detail and energy. GeoGraphic strongly refers to Buckminster Fuller, the geodesic dome that Richard Buckminster, the futurist invented.
Shape up
In menswear geometric forms will be mostly apparent on the upper half of the body., such as in collections by Paul Smith and E.Tautz. Dynamism is created by the clashing colours and busy print. WGSN quotes: ‘A new direction is for overscaled geometric jacquards and applied motifs, incorporating silhouette defining directional stripes into the mix for form-fitting knits’.
Trend Extension
GeoCamo
Geometric Camouflage is a fusion of the back to basics outdoor trend and the contemporary style of cubism. The crossover suggests a modern, futurist environment with sharper shapes than the fluidity of the most common US Woodland pattern.
GeoWood
The juxtaposition of natural wooden forms combined with futuristic angular shapes results in this ‘GeoGraphic’ trend. The geometric modification of wood, a traditional material, will create a modern, refreshing twist.
Trend Application - Ted Baker
The three trends chosen for Ted Baker’s new Autumn/Winter 2013/14 narrative are: Metallic (Metal Man), Geometric (GeoGraphic) and The New Industrial Revolution (Raw Revolution), which will be Ted’s take on the Industrial creative direction trend. The combination of these three trends will provide Ted Baker with a refreshing take on their classic collection.
The Future is Ted The story will surround the slogan ‘the future is Ted’ relating to the well known phrase ‘the future is bright’ to show that Ted Baker’s classic and timeless look will always be relevant even in an age with so much change. The New Industrial Revolution will change production with the invention of 3D printing and advancements in robotic technology. Ted could profit from introducing aspects of this new Age before its competitors, taking a step forward from their current narrative. With Charlie Brooker’s Black Mirror and films such as The Hunger Games creating dystopian universes and negative reflections on our advancements in technology, Ted’s attitude should remain positive and light hearted in juxtaposition. Also important is the personification of Ted, and the character of the brand remaining consistent from previous seasons.
Applying the Trend
“The Future is Ted� and the geometric trend will be present on the lookbook and swing-tags. Within visual merchandising, the window display will consist of a neon mannequin being dressed by a moving robot giving an insight into the future and the trend of the New Industrial Revolution. This theme will continue in-store with metallic colours and mirrors being prominent on props. The futuristic narrative translates into subtle updates on the menswear range with the inclusion of neon piping and handkerchiefs, metallic linings and geometric details.
Berlin Trend Spotter's Guide
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